Why jacket and sweater sales are set to surge this quarter

Apparel retailers are banking on a stronger winter season as an on-time, sharper dip in temperatures revives demand for sweaters and jackets after last year’s unusually warm spell left them with excess stock and heavy discounting.

- Vaeshnavi Kasthuril

This year’s early chill, linked to the onset of La Niña, which typically brings below-normal temperatures across much of India, has pushed consumers to buy winter wear sooner than usual. A longer wedding season is further boosting footfall, giving retailers a positive start to the upcoming third quarter. Industry estimates suggest that winter sales typically account for about 20% of the total annual sales for apparel companies.

“The early indications of winter and the start of the wedding season have clearly lifted early-season sales,” said Santosh Sreedhar, partner at Avalon Consulting. “This will be an important period to clear last year’s inventory and start next year with fresher styles.”

Poonam Upadhyay, director at Crisil Ratings, added that the overlap in winter and weddings amplifies demand. “Winter matters just as much because it coincides with the wedding season, when demand naturally surges.”